earning authority: how to create content people actually want to read (and link to)
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Earning Authority: Successful Link Acquisition & Auditing . PRESENTATION: Earning Authority:How To Create Content People Actually Want To Read (And Link To) - Given by Erin Everhart, @ErinEver, SEO Manager - The Home Depot. #SMX #24ATRANSCRIPT
![Page 1: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/1.jpg)
Earning Authority: How To Create Content People Actually Want To Read (And Link To)
Erin Everhart SEO Manager, The Home Depot
![Page 2: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/2.jpg)
2
They say link building is dead
SMX East 2014 @erinever
![Page 3: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/3.jpg)
3
SMX East 2014 @erinever
“Links aren’t for driving traffic.”
via http://www.gsinc.co.uk/seo-food.html
![Page 4: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/4.jpg)
4
SMX East 2014 @erinever
Anchor text overload
via http://moz.com
![Page 5: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/5.jpg)
5
SMX East 2014 @erinever
Sidebar, footer, home page, sitewide?
![Page 6: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/6.jpg)
6
SMX East 2014 @erinever
This is just hurting my head
![Page 7: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/7.jpg)
7
“Editorial links pass more value.”
SMX East 2014 @erinever
![Page 8: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/8.jpg)
8
Enter the wave of crappy content
SMX East 2014 @erinever
![Page 9: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/9.jpg)
9
And we beat that to death, too
SMX East 2014 @erinever
![Page 10: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/10.jpg)
10
To old times, my friend
SMX East 2014 @erinever
Via http://www.imdb.com/
![Page 11: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/11.jpg)
11
Link building (and SEO) can’t die
SMX East 2014 @erinever
![Page 12: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/12.jpg)
12
As long as people use search engines, SEO is alive and well. And SEO needs links.
SMX East 2014 @erinever
via Pew Research Center
![Page 13: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/13.jpg)
13
But it has changed
SMX East 2014 @erinever
Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg
![Page 14: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/14.jpg)
14
We know content is king
SMX East 2014 @erinever
![Page 15: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/15.jpg)
15
“King Content” with no strategy
SMX East 2014 @erinever
![Page 16: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/16.jpg)
16
It starts with your users, who actually are pretty cool people.
SMX East 2014 @erinever
![Page 17: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/17.jpg)
17
Here’s your new engine! What car is this bad boy for?
SMX East 2014 @erinever
![Page 18: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/18.jpg)
18
The Cutie-Patootie SX
Well, damn.
SMX East 2014 @erinever
![Page 19: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/19.jpg)
19
Buyer personas
SMX East 2014 @erinever
![Page 20: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/20.jpg)
20
Buyers buy
SMX East 2014 @erinever
![Page 21: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/21.jpg)
21
Users use
SMX East 2014 @erinever
![Page 22: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/22.jpg)
22
Surveys • Survey Monkey
• Hello Bar
• Pop ups
• Embeds
• Google Consumer Surveys
SMX East 2014 @erinever
![Page 23: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/23.jpg)
23
Interviews
SMX East 2014 @erinever
![Page 24: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/24.jpg)
24
But what do I ask them?
• When did you know you needed it? • Talk to me about your shopping process. • What was your timeline? • What are your pain points? • What were the top three things that ultimately helped you make your decision? • How do you use it? • Did you consider others? • How did you hear about it? • What did you do after buying?
SMX East 2014 @erinever
![Page 25: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/25.jpg)
25
Keep in mind
SMX East 2014 @erinever
• Don’t only talk to your existing customers • Set expectations • Let them talk: Ask open-ended questions • Don’t be leading
• Bad: Is the feature helpful to you? • Good: Is the feature helpful or not helpful to you? Why or why not?
• Personalize the questions • Bad: What is the most important thing about this product? • Good: As a working mom, what do you look for most in this product?
• Ask questions they can actually answer • Bad: What did you eat for lunch most often in July? • Good: What did you eat for lunch the last 2 days?
• Try to get people’s opinions/emotions without directly asking them • Bad: How engaged are you with marketing copy? • Good: How frequently and what do you research before buying?
![Page 26: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/26.jpg)
26
Pay attention to the words they use
SMX East 2014 @erinever
![Page 27: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/27.jpg)
27
Map to your buyer journey
SMX East 2014 @erinever
Awareness
Consideration
Decision
“I have a problem.”
“What’s out there to fix this problem?”
“I’m going to fix this problem.”
![Page 28: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/28.jpg)
28
That exact content may already exist
SMX East 2014 @erinever
![Page 29: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/29.jpg)
29
Content Audit
SMX East 2014 @erinever
Step 1: Scrape your site Step 2: Analyze your content Step 3: Update it, promote it or delete it
![Page 30: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/30.jpg)
30
Got it. So, what about the content?
SMX East 2014 @erinever
![Page 31: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/31.jpg)
31
You don’t have to create a lot of content.
SMX East 2014 @erinever
![Page 32: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/32.jpg)
32
“Content is still king, but it doesn’t have to be king of just one thing.” @latrointhemist
SMX East 2014 @erinever
![Page 33: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/33.jpg)
33
Don’t end your content’s life at a blog post
SMX East 2014 @erinever
![Page 34: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/34.jpg)
34
Break it down to bite-sized pieces
SMX East 2014 @erinever
![Page 35: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/35.jpg)
35
Expand it into a whitepaper or ebook
SMX East 2014 @erinever
![Page 36: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/36.jpg)
36
Turn it into a webinar
SMX East 2014 @erinever
Via http://www.elearningonlinetrainingsoftware.com/
![Page 37: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/37.jpg)
37
Or better yet a Google Hangout
SMX East 2014 @erinever
Via http://gigaom.com/
![Page 38: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/38.jpg)
38
Remember: This isn’t a sales pitch
SMX East 2014 @erinever
Via http://www.travisberry.com/
![Page 39: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/39.jpg)
39
Promote your content, not your service
SMX East 2014 @erinever
![Page 40: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/40.jpg)
40
Personalize it
SMX East 2014 @erinever
![Page 41: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/41.jpg)
41
Make it available – everywhere
SMX East 2014 @erinever
Via http://www.mobileapptesting.com/
![Page 42: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/42.jpg)
42
Just give your users what they ask for
SMX East 2014 @erinever
![Page 43: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/43.jpg)
43
Because then they’ll probably convert
SMX East 2014 @erinever
![Page 44: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/44.jpg)
44
And that means more money for you
SMX East 2014 @erinever
![Page 45: Earning Authority: How to Create Content People Actually Want to Read (And Link To)](https://reader034.vdocuments.mx/reader034/viewer/2022051323/546fae8eb4af9fff638b45aa/html5/thumbnails/45.jpg)
45
Thank you!
SMX East 2014 @erinever